HOA SEN UNIVERSITY FINAL REPORT VINAL VIN MIL M K IL WITH H CRM CRM S Y S S Y TEM INTRODUCTION TO MANAGEMENT TUTOR’S NAME GROUP 2
MS. NGUYỄN TRẦN BẢO PHƯƠNG
HO CHI MINH CITY, DECEMBER IN 2021 Name Đỗ Hoàng Trần Ngọc Trần Tuấn Nguyễn Võ Thị Thúy Mai Trân Phương Khôi Hùng Mạnh Vy 22000395 Trinh 22004245 Linh 22010787 22014443 22000048 Managing Major Some Some Some Some the project responsibility contribution contribution contribution contribution Conducting Major Some Some Major Some literature responsibility contribution contribution responsibility contribution review Analyzing Major Major Major Major Major data responsibility responsibility
responsibility responsibility responsibility Writing Major Major report responsibility responsibility Creating Some Major Some Some Some presentation contribution responsibility contribution contribution contribution slides Presenting Some Major the slides contribution responsibility and preparing for it Total Above Above Above Above Above average average average average average 1 PREFA P CE C E
This Project Report was created in partial fulfillment of the requirement for the academic year
2021-2022: Introduction to Management. This Project Report presents the result of our learning
and information gained during our studies. The purpose of the Report is to learn the fundamentals
of management, develop a strategy, and handle challenges in customer interaction.
We would want to express our heartfelt gratitude to Ms. Nguyen Tran Bao Phuong, Lecturer of
Introduction To Management, for energetically advising, making ideas, and accompanying us throughout the course.
Despite the fact that we continue to face many challenges during online learning and group work
owing to the tough pandemic condition, you have helped us obtain more information via your
lectures and diversity in the practical knowledge that you teach.
Thank you to everyone in the Introduction to Management class for connecting with us and
working with us to create entertaining and valuable sessions. From there, each individual will have
a multidimensional understanding of the current economy, and the role of manager, from which
will serve as a foundation for future courses. 2 ABSTRA ABST C RA T C
Our team learned about and surveyed Vinamilk firm and its CRM system in the food sector from
2013 to the present with the project report on Introduction to Management. We sought to assemble
facts and sources from Vinamilk's CRM system. We believe that just doing this project together
will provide us with a better understanding the role of manager as well as how they applying CRM
system to customer contact management. We shall complete this report to the best of our ability
because of the member's excitement and hard work. Our team, on the other hand, detects significant
flaws in the study as a result due to limitation in our knowledge. We need your input and feedback
in order for this report to be useful to all students, particularly Hoa Sen pupils. 3 IN I D N E D X X PR P E R F E A F C A E
C .......................................................................................................................................... 2 AB A S B T S R T A R C A T
C ....................................................................................................................................... 3 Pa P r a t r 1 t : 1 : I n I tr n o tr d o u d c u ti c o ti n
o ....................................................................................................................... 5 1.
Vinamilk’s background & Vinamilk's CRM ............................................................................. 5
1.1 Vinamilk’s background ......................................................................................................... 5
1.2 Vinamilk’s CRM ..................................................................................................................... 5
2. Which knowledge will be applied to analysis? ......................................................................... 6 PA P R A T R T 2 : 2 : M a M n a a n g a e g m e e m n e t n a t c a ti c v ti i v ti i e ti s e s i n i n o r o g r a g n a i n z i a z ti a o ti n o s
n .................. Error! Bookmark not defined.
1. How were 4 management functions applied? ..................................................................... 6
1.1 Planning ................................................................................................................................ 6
1.2 Organizing ............................................................................................................................ 9
1.3 Leading ............................................................................................................................... 10
1.4 Controlling ......................................................................................................................... 11
2. Is it success or failure? ......................................................................................................... 11 Pa P r a t r 3 t : 3 : C o C n o c n l c u l s u i s o i n
o .......................................................................... Error! Bookmark not defined.
1. The value of Vinamilk’s CRM system ............................................................................... 12
2. Lesson learned ..................................................................................................................... 12 RE R F E E F R E E R N E C N E C S
E ............................................................................................................................... 14 4 Pa P r a t r 1 t : 1 : I ntr n o tr d o u d c u ti c o ti n n
1. Vinamilk’s background & Vinamilk's CRM 1.1 Vinamilk’s background
Vinamilk is always a pioneer with international quality dairy products, meeting the daily
nutritional needs of a high and diverse Vietnamese people. Most of Vinamilk's farms are large-
scale with all breeding cows imported from Australia, the US, and New Zealand. Therefore,
Vinamilk's premium natural product lines such as Vinamilk 100% fresh milk have quickly taken
the No.1. Vinamilk is the leading dairy company in Vietnam in almost all categories such as liquid
milk, powdered milk, yogurt, condensed milk, ... Recently, Vinamilk pioneered 100% Organic
fresh milk, the first European standard organic product in Vietnam. 1 position in the fresh milk
segment nationwide. The company has moved up to the 36th position in the top 50 dairy companies
with the highest revenue in the world (Plimsoll Statistics, UK).
Vinamilk is known for its focus on developing human resources, to master the company's modern
technology and equipment. Every year, about 10 students with excellent university entrance exam
results are selected and sent by the company to train in the Russian Federation. The company
currently has a team of professionals and the technical staff is quite good, only 26% are unskilled
workers, 29% have intermediate degrees, the rest all have college, university, and post-graduate degrees. 1.2 Vinamilk’s CRM 1.2.1 What is CRM?
CRM is a collection of many activities in all stages of Marketing, Sales, and Customer Care.
CRM is also a tool to help businesses store, analyze and report all customer information. It can
help businesses fully connect with customers, streamline the entire process, increase work
efficiency and increase revenue.
1.2.2 How does Vinamilk's CRM system work?
Through Vinamilk's CRM system, all facilities and branches across the country can connect data
synchronously. With the diversification of business products, Vinamilk's customer base is also very
diverse, so Vinamilk's customer management activities will be much more complicated than other
businesses.Customers Customers are always the focus of efforts of sales, marketing, product
development, future development orientation of Vinamilk. The CRM system with a scale of up to
nearly 200 distributors has minimized incorrect deals in the perpetration process, reduced
numerous costs incurred, and increased work productivity.Realizing that value, Vinamilk always
puts client relations, customer retention strategies, and customer interests first.With the scale of
being a leading large enterprise in Vietnam, the operation of CRM software is an inevitable trend.
Record and snappily handle arising problems to bring maximum satisfaction to customers.
Functions of Vinamilk's CRM system: 
Transaction: This allows the company to record interactive transactions on the software. 
Storage and update: Record documents in any format, can share documents for all
employees in the company to refer to, especially when employees go on a business trip,
they still can access the document store easily. 
Planning: Help managers set up and arrange working schedules for individuals and groups
on a weekly, monthly, or yearly basis. 
Declaration and management: Declaring and managing information of each customer to
determine the relationship, habits, and behavior of that customer, helping to determine
which customers regularly have relations with the company. 5 
Analytics: This allows the company to review and analyze all data information to manage
and track what needs to be done. 
Interaction and exchange: The system creates an open environment so that users can
completely interact directly with each other such as writing news, replying to news, and
expressing their personal views and opinions.
2. Which knowledge will be applied to analysis?
In this essay, we will focus on applying our knowledge of 4 functions in management to better
clarify the operation and work of managers as well as the CRM system of Vinamilk. Those 4 functions include: 
Planning: This is the process by which a manager establishes organizational goals and
creates a course of action to achieve them. 
Organizing: The process by which managers allocate resources and assign tasks to
employees to achieve the goals established in the planning phase. 
Leading: The way in which managers motivate individual employees, teams, and groups
to act toward organizational goals. 
Controlling: The process of evaluating the implementation of the plan and making
adjustment to ensure the achievement of the business goals. Pa P r a t r 2 t : 2 : M an a a n g a e g m e e m n e t n ac a ti c v ti i v ti i e ti s s i n i n organization
1. How were 4 management functions applied? 1.1 Planning
Vinamilk considers the current information technology (IT) system to be an indispensable part of
the company's long-term business strategy. Thanks to its IT application, Vinamilk has managed
more effectively distribution channels. CRM is going to be Vinamillk's choice to solve this
problem. We officially describe the plans and the economic potential that this system can bring to
Vinamilk applying 6 steps in the strategic management process.
Step 1: Identification the organization’s current mission, goals and strategies
Vinamilk's new production and distribution management system is designed to provide accurate
information in a timely manner to serve the production process, inventory management and
Marketing. Vinamilk considers the current information technology (IT) system to be an
indispensable part of the company's long-term business strategy.
CRM is Vinamilk's choice to solve this problem. Vinamilk's CRM system is a software for
collecting customer data. It helps process customer information, continuously updates the latest
information on prices, discounts, and products to meet Vinamilk’s strategy and customer needs. 6 SWOT STRENGTHS WEAKNESS OPPORTUNITIES THREATS -Single View of Customer -Cannot succeed with -Acquiring an ever- - Difficult - Data new data entered expanding customer Implementation network -Better Knowledge and -Insufficiently defined -Web Dependency Understanding of activities O ai ve d of ry nf or on O d of or r unne or on f ga unne on f lnoa ce m ori m or sa zast a
oas tt -Easily build strategies Customers with reliable data -Product and O ai ve d of ry nf or on O d of or r unne or on f ga unne on f lnoa ce m ori m or sa zast a oas tt -Enhancing the Competitive Information development of at Fingertips Vinamilk Step 2: External Analysis Opportunities:
Acquiring an ever-expanding customer network: With huge data about corporate customers,
Vinamilk has implemented classification of individual potential customers as well as corporate customers.
Easily build strategies with reliable data: Once a close customer relationship is captured, Vinamilk
will have an effective method to expand its loyal customer network and find potential partners.
Enhancing the development of Vinamilk: By applying CMR to customer management activities,
Vinamilk can have many opportunities to attract large investors and can gain the trust of domestic
and foreign partners in its operations. From there, Vinamilk can easily analyze and synthesize the
necessary data to offer products suitable for each customer segment. Threats:
Difficult implementation: CRM solutions for businesses have a reputation for being tough to
implement. CRM and other enterprise initiatives necessitate collaboration and participation from
corporate groups that have traditionally not collaborated and may have battled for resources and
recognition. The following elements impact the level of difficulty: 
Implementation can be challenging due to internal politics and the existing organizational structure. 
Data is erroneous, unavailable, or inaccessible in a variety of formats. 
Efforts become stymied as required systems are integrated.
Web dependency: A business should ensure that it has the necessary technology infrastructure in
place to support the website. Hundreds of thousands of transactions per day may be required by
commercial Web applications. Significant revenue may be lost if a company becomes overly reliant
on the Internet. Companies should find the right balance when using Web technologies in CRM initiatives. Step 3: Internal Analysis Strengths:
Single view of customer data: CRM solutions consolidate client data into a single database (rather
than multiple systems), decreasing the risk of inconsistencies and errors. Customers receive
consistent, predictable information regardless of the channel via which they interact. Companies
can improve their service by sharing information. 7
Better knowledge and understanding of customers: Because the organization has a more detailed
understanding of who its clients are, it can better adapt services to their demands and spending
levels. Priority accounts can also be targeted by the company.
Product and competitive information at fingertips: At the point of sale, they ensure that customers
have access to the most up-to-date product and competition information. Sales configuration
engines ensure that reps configure products correctly and provide accurate quotes. Weakness:
Cannot succeed with new data entered: CRM will fail if there is insufficient and new customer
data. To be successful, it is necessary to be patient in acquiring additional and historical data;
otherwise, the project may fail, resulting in the business losing significant time and money.
Insufficiently defined activities: It relates to internal organizational operations such as process
time and costs, employee productivity, data quality, and task coordination. Step 4: Formulate Strategies
As we know before using CRM systems in enterprises, Vinamilk has the weakness of difficulty
managing customer information. Since up to 200 distributors are customers of Vinamilk not to
mention consumers and the source of information is only recorded manually between the two
parties, when aggregating information, it takes a lot of time and accuracy is not guaranteed. And
the CRM system is an alternative to this traditional recording tool to solve the problem of customer
information for Vinamilk including place, price, discount, product. This makes Vinamilk easy and
quick to come up with a strategy to meet customer needs. In addition, Vinamilk sees CRM systems
as a long-term alternative to shaping its strategy. Step 5: Implement Strategies
The system is used to reframe the distribution process across the country so that distributors can
access the system to understand the price and products the company is currently producing.
Moreover, CRM also helps Vinamilk collect full information about customer orders to have a
timely production plan. In addition, it also helps Vinamilk control the inventory source so that it
can plan a marketing strategy to optimize this volume. Step 6: Evaluate Results
Vinamilk is also one of the three "most potential brands of the dairy industry in the world" with
2nd place. This is the first time Vinamilk's outstanding revenue exceeded VND 16 billion in a
quarter. Vinamilk announced the financial information of the third quarter of 2021 with total
revenue of VND 16,208 billion and maximum profit after tax of VND 2,961 billion. Accumulated
in the first 9 months of the year, total revenue and combined profit after tax have completed 73%
and 75% of the year plan, respectively. According to Brand Finance, Vinamilk is the only Southeast
Asian representative in the "Top 10 most valuable dairy brands in the world" in 2021 with a brand
value of nearly 2.4 billion USD, up 12% compared to 2020. 8 1.2 Organizing
Picture: Vinamilk’s organizational structure
The organizational structure of Vinamlik is usually a popular topic for university students to
discuss about that in college essays. By depending on its one-of-a-kindness, attention to detail, and
professionalism. Our team will analyze Vinamlik's organizational structure based on 6 elements at
the time they apply CRM in their organization, so as not to miss out on the interesting knowledge
on this topic. However, we would like to analyze some elements which are used by the managers
and affected by the CRM system for the report's goals. 1. Work Specialization
There are several specialist occupations at Vinamilk's organization that assist its personnel in
doing successfully the tasks for which they have been trained. The Board of Directors, which is
responsible for the company's top performance and management, oversees the company's 9
organizational and management apparatus. The functional departments of the functional and task
departments pair up with the different responsibilities. 2. Departmentalization
Organized into groups of workers to take on different jobs to take on diverse responsibilities, in
order to maintain effective coordination and control, some of Vinamilk's departments: Production,
Marketing, HR, Sales, Finance, and Accounting. 3. Authority and responsibility
The CRM system is used by the department's top managers to assist them organize individual and
group work schedules, such as daily, weekly, and monthly calendars. CRM, in particular, may
assist departments that contact directly with customers in managing, organizing, and securing their
information in the most effective way. 4. Span of control
Vinamilk's use of CRM in employee management has greatly helped in the control of managerial
authority. There are two main functions that can be mentioned: 
Record documents in any format with the archiving and updating capability. As a result,
users can exchange documents with one another, documents that can be used by anybody.
Employees may quickly use and access the document repository, even if they are on a business trip. 
Create a public information exchange environment throughout the system by writing news,
responding to communications, and so on. CRM can assist each group in exchanging online
views and opinions on a specific topic.
Managers will benefit greatly from the two functions indicated above if they are used well,
regardless of how wide their span of control is. 1.3 Leading
In order to be able to manage its employees well when applying CRM systems to businesses, each
small team in each department has a team leader to collect the team's information and send it to the
head of the department, who will transmit information back and forth to maintain the CRM system
with full information and alignment, so that the leaders can make the right decisions and paths for
the company. Because they think that splitting into such small groups will be easier to control and
grasp information faster than large groups, avoiding the case that too many people lead to dilution of the source of information.
When applying CRM systems to the company, the majority of employees work on computers and
it is very important for managers to take measures to monitor their employees in this area to ensure
the flow of information to other departments as well as customers quickly and accurately. However,
Vinamilk has come up with strategies to motivate its employees so that they can be more motivated
to do their job well, Vinamilk has applied some motivational theories for employees and the most
notable theory is F. Herzberg's two-factor theory to solve the problem for its employees. Not only
that, but they also have to monitor the process of employees to understand how employees work
and what problems are having to support them in a timely manner, not slow down the progress
affecting other departments of the company and can avoid information theft.
When sitting on electronic devices for such a long time, it is easy for them to get bored with work
and easily lose focus leading to mistakes that stall the company and if they do this many time they
can be fired and employees do not like this. Managers embrace this in their employees so they
always encourage and praise their employees and they also have many events such as sports, 10
singing, vacation travel, birthday parties for their employees so that they have more solidarity. It is
a lot of fun when they get back to their jobs. And these events take place regularly, weekly, monthly
and yearly. No employee wants to be employed in such an environment.
Moreover, managers always encourage their employees with huge bonus regimes such as
holidays, Tet, employees not only receive bonuses but also receive gifts with different values to
each person, and for sales employees, they also have a monthly commission based on each person's
ability. Vinamilk's managers also challenge their employees to increase their creativity and
adaptability, when faced with difficult situations and this makes their employees always like to
express themselves to show their managers their abilities. Vinamilk's managers have applied
Maslow's hierarchy of needs to their work environment to motivate their employees by meeting
their needs to express themselves.
For the current COVID-19 pandemic due to social distancing, employees are not allowed to come
to the company to work and do not meet with their colleagues but must work remotely. But thanks
to understanding that mentality of its employees, Vinamilk's managers have introduced seasonal
policies that help motivate employees such as doing well in health protection and ensuring workers'
rights such as declaration, guide employees to comply with and practice epidemic prevention
regulations; build a safe working environment to fight epidemics and support the company's
nutritional products to enhance resistance and health for employees. The company also guarantees
income and benefits for employees, does not reduce wages, reduces working hours; facilitates and
maintains adequate regimes even when workers work from home during periods of severing due to the epidemic. 1.4 Controlling
At the same time, through crm systems, managers can also manage their company's projects in
terms of members, schedule, time and contracts to sign with partners. CRM systems allow company
managers to establish the roles and positions of salespeople, customer relations staff, thereby
managing and promoting their roles. Moreover, this system also helps managers control the
information spread across the system through the discussion function. CRM systems allow
management and tracking of phone calls within the company, helping managers plan which
customers to call, at what time, for how long, and whether their employees have made or forgotten.
From there, they can select and organize information in the most accurate way. So that it can be
easily retrieved when something goes wrong.
However, everything has certain risks, so to be able to ensure the information of customers,
Vinamilk's managers have put in place very good privacy policies for their customers and when
anyone does not want to save their information anymore, they can ask the company to remove, to
control customer information will not leak out when applying CRM system because when storing
information on a system is easy to smuggle out. Knowing there is good information security on the
system but other privacy policies are required from humans to optimize information security. 2. Is it success or failure?
In general, our group can determine from the analysis of four management functions that: One
of the elements contributing to Vinamilk's success must undoubtedly be the usage of a CRM system for customer management.
Specifically, "CUSTOMERS" are constantly at the center of marketing, sales, product
development, and the company's future development strategy. Vinamilk recognizes this value and
emphasizes customer relationships, implementing a customer retention plan and measuring 11
customer relationships. Furthermore, the prior assessment of the production, distribution, and
human resource management systems was unable to provide the successful delivery of reliable data
to support the production, inventory management, and marketing activities. As a result, CRM is
Vinamilk's preferred method of resolving this issue. Vinamilk has more successfully handled
distribution channels thanks to the IT application.
Although there are still several restrictions that managers face when using CRM to handle
company activities. Managers' working processes will become less proactive as a result of factors
such as employee technological skills limitations or overuse of computer tools. However, Vinamilk
still considers its current CRM information technology system as a critical component of its long- term business plan. Pa P r a t r 3 t : 3 : C o C nc n l c u l s u i s o i n o n
1. The value of Vinamilk’s CRM system
CRM may assist businesses in completely connecting with consumers and employees,
streamlining the entire process, increasing work productivity, and increasing income; nevertheless,
when used in practice, businesses cannot escape both advantages and disadvantages.
It is undeniable that good management of the relationship between businesses and customers
will help businesses achieve greater and greater success. Therefore, the CRM information system
is designed specifically for customer contact. This is not just a simple software, but through which
businesses can capture the psychology and needs of customers.
Enterprises need to fully equip their employees with synchronous knowledge because the notion
of a CRM information system is still relatively new to businesses in Vietnam. In addition to
employee training, businesses also need to have a specific strategy to be able to promote the power of the CRM system.
The successful construction of a CRM system will be one of the driving forces behind the growing business. 2. Lesson learned
A manager's work is quite wide, encompassing various activities such as planning, organizing
that plan, leading, and controlling. My group understands more aspects of the subject, and this will
certainly be important knowledge to help us in future work. The important thing is not to choose
the best employees, but to choose the people who are best suited for the job.
Prior to taking the course, we assumed that management was the process through which a
manager divided and organized work for employees. Through this subject and report, we have
filled in the missing knowledge and skills about the role of a manager. And not every plan that
springs up will be a success. And the manager assembles a fantastic squad from these folks.
However, after taking this course, we have a different view on managers; in addition to being
responsible for monitoring work, they must also construct a culture in the organization, recruit and
train personnel for skills, and assist individuals in developing.
To be honest, our team had a bit of a hard time at the beginning. We do not know the exact
direction, and we also have a certain distance between the members. Even we had conflicts in the
beginning, but after learned about the stages of group development, we know that it is inevitable,
we understand that conflicts will happen and it is also help us to improve. Our team follows the 12
form of democracy leadership style and the stages of group development; while making choices,
we will allow everyone to vote and select the best solution. These have contributed to effective
teamwork. Our team would like to give a special thank to Ms. Phuong, through her interesting and
practical lessons. We all think these knowledges will help us a lot in the future. 13 REFEREN E C N E C S E S Bibliography
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